What Email Marketing Metrics Really Matter?
Posted: Tue Dec 03, 2024 9:20 am
In this post we have gathered the ideas that we found most interesting about the most important Email Marketing metrics among those presented by 9 experts in the blog of Zettasphere, an English Email Marketing consultancy. You can access the full post at this link.
All experts, except one, highlight the value of open and click rates as standard metrics that “give an idea” of how a campaign has gone, but they agree on the limits of these metrics to show more interesting aspects , such as the economic value generated by the email and the level of “engagement” of users with the brand . These are some of their considerations.
Dave Chaffey from SmartInsights analyses the issue in the field of those companies that use email as a sales channel. In this sense, he proposes comparing campaigns based on the revenue generated per 1000 emails sent . When it comes to setting objectives, one of the metrics that we use at Digital Response with our clients is the value (per unit or per 1000) generated by each email sent. Let's suppose that over the course of a year we have obtained a value generated by each email sent of €0.040 (€40 for every thousand emails sent), we can consider, for the following year, an increase in revenue per email sent of 15%, which would be €0.046 (€46). This is an easily understandable and monitorable metric.
Chad White , in line with Dave Chaffey, points out uzbekistan business email list the importance of conversion. Specifically, he emphasizes linking open rates with conversion . In other words, what is relevant is to detect which subjects induce users who are more likely to convert to open the email. We can have a very high open rate, but if it is not among users who can potentially provide us with greater economic value,
For Justine Jordan of Litmus , the metrics depend on the objective of the email, and she gives two examples. For the monthly newsletter, they monitor the traffic generated on their blog, which requires the correct use of Google Analytics UTM coding. For webinar invitations, they compare the click rate of the invitation with the number of people registered for the webinar . This is a conversion model of clicks to registrations.
Finally, Samantha Iodice puts the emphasis on click to open (also known as reactivity). Click to open is the ratio in % of unique users who have clicked for each user who has opened the email. This is, and we agree with Samantha, the best index to measure whether the content presented to the user has been sufficiently timely and interesting to move them to take action (click on the email).
Email Marketing Metrics Table
Example of an Email Marketing Metrics Dashboard
While it is true that each business must establish the metrics that best reflect the performance of email marketing programs, at Digital Response we believe that there are three metrics that should not be missing in any analysis and that allow us to understand how email marketing campaigns work and the overall performance of the programs. These are:
Unique Open Rate: measures how many users have opened an email at least once for every 100 emails delivered. (unique opens/email delivered)x100
Click To Open: measures how many users have clicked at least once on an email for every 100 openers. (unique clickers/unique opens)x100
Revenue per email sent : measures the monetary value generated by each email sent.
All experts, except one, highlight the value of open and click rates as standard metrics that “give an idea” of how a campaign has gone, but they agree on the limits of these metrics to show more interesting aspects , such as the economic value generated by the email and the level of “engagement” of users with the brand . These are some of their considerations.
Dave Chaffey from SmartInsights analyses the issue in the field of those companies that use email as a sales channel. In this sense, he proposes comparing campaigns based on the revenue generated per 1000 emails sent . When it comes to setting objectives, one of the metrics that we use at Digital Response with our clients is the value (per unit or per 1000) generated by each email sent. Let's suppose that over the course of a year we have obtained a value generated by each email sent of €0.040 (€40 for every thousand emails sent), we can consider, for the following year, an increase in revenue per email sent of 15%, which would be €0.046 (€46). This is an easily understandable and monitorable metric.
Chad White , in line with Dave Chaffey, points out uzbekistan business email list the importance of conversion. Specifically, he emphasizes linking open rates with conversion . In other words, what is relevant is to detect which subjects induce users who are more likely to convert to open the email. We can have a very high open rate, but if it is not among users who can potentially provide us with greater economic value,
For Justine Jordan of Litmus , the metrics depend on the objective of the email, and she gives two examples. For the monthly newsletter, they monitor the traffic generated on their blog, which requires the correct use of Google Analytics UTM coding. For webinar invitations, they compare the click rate of the invitation with the number of people registered for the webinar . This is a conversion model of clicks to registrations.
Finally, Samantha Iodice puts the emphasis on click to open (also known as reactivity). Click to open is the ratio in % of unique users who have clicked for each user who has opened the email. This is, and we agree with Samantha, the best index to measure whether the content presented to the user has been sufficiently timely and interesting to move them to take action (click on the email).
Email Marketing Metrics Table
Example of an Email Marketing Metrics Dashboard
While it is true that each business must establish the metrics that best reflect the performance of email marketing programs, at Digital Response we believe that there are three metrics that should not be missing in any analysis and that allow us to understand how email marketing campaigns work and the overall performance of the programs. These are:
Unique Open Rate: measures how many users have opened an email at least once for every 100 emails delivered. (unique opens/email delivered)x100
Click To Open: measures how many users have clicked at least once on an email for every 100 openers. (unique clickers/unique opens)x100
Revenue per email sent : measures the monetary value generated by each email sent.